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Social media is more than
a tool for marketing; its concepts are greatly influencing the way companies
approach their traditional marketing content as well. A recent article on press release strategies is just one illustration of how
social media considerations are entering into traditional marketing vehicles.
The basic premise of the social
media world surrounds building a relationship with the reader. It reinforces the
concept that effective messaging is less about a hard sales pitch and more
about forging a meaningful connection with your audiences. Altruistic as that may
sound, we know building this stronger connection impacts and converts prospects more effectively than reverting to hard-sell routines.
How can these basic concepts of social media influence your messaging?
> Link your message to what’s
of importance and value to the reader. Show how your business helps them attain
that value, and leave the hard-sell features and benefits for later. (For more
on this topic, read “Show me the value!”
> Be genuine. Your marketing
and brand should be a congruent reflection of your company’s personality, including
a few wrinkles. Readers aren’t fooled when you try to be something you’re not.
> Be informative. Use marketing
content to provide thought leadership that provides something useful to the
reader who invests time with your materials.
Applying social media’s
connection-driven approach to your messaging does take more thought and time,
but the pay-off is a stronger, more powerful bond to the reader. No matter how utilitarian
the product or service, marketing by attraction
is more powerful than the traditional push/pull communication styles.
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